Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Scooped by Joachim Scholz, PhD
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Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes | Marketing in Motion | Scoop.it
Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media. That is the
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Suggested by Sophia Lal
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The 15 Most Influential Instagram Users Advertisers Are Dying To Work With

The 15 Most Influential Instagram Users Advertisers Are Dying To Work With | Marketing in Motion | Scoop.it

As we have discussed many times, social media tools have been used for direct brand-to-consumer conversations. As consumers move to new social media tools, such as Instagram, brands must continue to try and create conversation. They are taking a 'Fight Club" method by sending people like these 15 influential instagram users to take pictures of branded content - trying to increase the reach of their brand and the image of their brand with the followers of these instagram accounts. 

 

I think this is an interesting idea as many may not know that these Instagrammers are being paid, or being sponsored to go to these events and that creates an ethical problem. However, until it is founded out by the consumers, the brands who are using this avenue of advertising through Instagram have essentially found a way to pay for word-of-mouth, a method that was traditonally considered "unpaid."

 

Sophia Lal | 06095727

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Sophia Lal's comment, March 19, 2013 1:01 PM
COMM 335-2| social media, unpaid word of mouth, brand awareness
Joachim Scholz, PhD's comment, April 6, 2013 1:09 PM
Its also a good example of the fragmentation of media channels. With social media, everybody can be a broadcaster, not only brands, but also every consumer
Scooped by Joachim Scholz, PhD
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I see your secret rooms and give you a secret store hidden in Boston - Imgur

I see your secret rooms and give you a secret store hidden in Boston - Imgur | Marketing in Motion | Scoop.it
Imgur is home to the web's most popular image content, curated in real time by a dedicated community through commenting, voting and sharing.
Joachim Scholz, PhD's insight:

The above is no extraordinary clothing store. It is a stealth clothing store, hidden inside a pretty sketchy looking groceries convenience store somewhere in Boston. 

 

Why would you hide your clothing store? Probably in order to increase your street cred and also to appeal through the mystery of having a secret store. You have to be initiated into the secret circle of store patrons by a friend (or in this case, by imgur), so basically this secret store takes the idea of a brand community to its fullest extent by making the entire store an exclusive place with members-only events (Fournier and Lee's 2009 Fort script).

 

Compared to the alternative (would you care about a non-secret store that is a good drive away from you, if you are surrounded by stores anyways?), keeping your store secret might be a good idea, but how do you get customers? You got to leak the information sometimes in order to get beyond the social circles of your current shoppers, and this is where imgur comes in. I would not be surprised if the store owner / his agency leaked that post on imgur himself.

 

For those of you in Boston: The address apparently is 6 Clearway St. in Boston, MA.

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